AFP book lauds Matale campaign

Posted on Feb 3, 2013


Nonprofits, foundations and NGOs don’t have the luxury of launching consumer-style campaigns. Because lives and futures often depend on your success, everything you do must move the needle.

The Matale Line has developed a unique approach to communications planning and creative execution that ensures every communications tool plays a specific, measurable role in driving your organization ever closer to success—no matter how you choose to define it.

Our distinctive approach was celebrated by Carol Cone and Jocelyne Daw in their book, Breakthrough Nonprofit Branding: Seven Powerful Principles to Power Extraordinary Results (Association of Fundraising Professionals/Wiley).

Cone and Daw observed that the “Believe in Zero” campaign, which the The Matale Line created for the U.S. Fund for UNICEF, was “brilliantly executed” and offered “a full complement of guidelines, communications tools, training programs and stories to provide the visual and verbal identity for the new brand.”

The Chronicle of Philanthropy also highlighted the “Believe in Zero” campaign as one of the few examples of “What Worked,” having grown revenue for the U.S. Fund for UNICEF in the most challenging economy since The Great Depression.